Pay-per-Click Guide for Dentists
If your dental practice needs new patients, pay-per-click (PPC) advertising is the fastest way. Personal referrals are great, but that's a slow process. On the other hand, PPC for dentists can get your practice noticed by dozens or even hundreds of potential patients every day.
If you are unfamiliar with PPC, this short guide will show you what you need to do to get started. Setting up and launching PPC ads are relatively simple. But, setting the budget, timing, and monitoring the results can be time-consuming. Fortunately, hiring a PPC expert to handle these details is easy.
Once your PPC ads are up and running, you can expect a steady stream of new patients. It's also easy to turn down the volume once you begin packing your schedule. PPC for dentists is scalable, affordable, and practical, so let's get started.
If you want to learn how Digital Authority Partners can increase your PPC effectiveness, watch this video!
What Is PPC for Dentists?
Pay-per-click ads are the text ads you'll see at the top of the search results on all search engines. You can also buy PPC ads on some social media platforms. What sets PPC ads apart from other online ads is that you only pay when someone clicks your ad.
Google Adwords is the favorite way to buy PPC ads. Advertisers choose keywords and search phrases and set a bid to trigger their ads. PPC ads work like an auction, and the highest bid gets the top spot, followed by the second, third, and fourth highest bids.
The best thing about PPC for dentists is that you'll only pay when people click your ads. Also, you'll see results immediately. PPC ads begin driving potential patients to your website as soon as they launch.
Furthermore, you can target your ads to your geographic area. That means you'll never waste your money advertising to people thousands of miles away.
You can also activate your PPC ads as needed. But, again, you pay as you go, and there are no long-term contracts.
Getting Started With PPC for Dentists
While launching a PPC campaign is relatively easy, it does take some know-how and work. Of course, you can do it yourself if you have the time, but it's also easy enough to hire someone familiar with running PPC campaigns. They'll work remotely and part-time, making it affordable.
1. First, Research Your Keywords
Since you base PPC ads on keywords, it's essential to know potential patients' exact keywords in your area. Next, you can categorize the keywords into the services you provide.
For instance, you can create a category for cosmetic dentistry if you offer those services. You can also create categories like teeth cleaning, dental surgery, and dental checkups. Of course, exclude keywords for services you do not offer.
By dividing your keywords into categories, you can create specific PPC ads and landing pages to generate more traffic. Also, including your location in your keyword research is a good idea.
2. Create Landing Pages
You can use your website's home page or individual pages as your landing pages or create custom landing pages — tailor custom landing pages to the text of the PPC ads. You'll want a separate landing page for each ad category. Custom landing pages can help keep visitors interested since they focus on searching for the same service.
For example, if your PPC ad is for orthodontist services, your landing page will be about orthodontics. Also, your landing pages should include calls-to-action encouraging potential patients to make an appointment. Of course, you'll also need to provide a phone number, address, and other contact information.
3. Target Local Searches
Local targeting is essential since most people are unlikely to drive hundreds of miles to see a dentist. Therefore, you want your PPC ads to display in your area only. Also, local targeting keeps you from wasting your money.
For example, if you are a dentist in Taos, NM, there is no reason for your ads to show up in Tampa, FL. Instead, you'll reach people who can visit your practice and maintain your PPC budget by targeting your local area.
4. Design Your Ads for Phone Calls
PPC for dentist ads can generate phone calls. There is no extra charge for people to click a phone number from their smartphone. So, include your phone number in all of your ads. Also, set the ads to only show when someone is in your office to answer the phone. This way, people will immediately be able to arrange an appointment.
5. Consider Ad Extensions
Typical Google PPC ads only include a minimal amount of space, 90 characters, to be exact. But, you can spend a little more on an ad extension. This lengthening allows you to add a few more details about what you do.
For example, buying a local extension displays your phone number, address, and business hours. Adding a site link extension allows you to link to more than one page. Buying extensions helps you to reach even more potential patients.
6. Analyzing the Data
Analyzing and evaluating the data generated by your PPC campaigns is essential. This research is where you could use the services of a part-time PPC expert; they excel at crunching PPC numbers to get the best results.
You can use Google Analytics to study the data and improve your PPC performance. Researching information can also benefit from testing new keywords, titles, and ads.
Choosing a Professional To Run Your PPC for Dentists Campaigns
As you can see, while the steps are relatively simple, altogether, it's complex and time-consuming to set up a PPC campaign. However, you can run your PPC campaigns yourself if you have the time.
However, you spend all day interacting with your patients, your staff, and running your office. So, just like you have a receptionist to answer the phone and set appointments, or a person that does medical billing, you also need a PPC specialist. Fortunately, this will not be a full-time employee but a part-time contractor who works remotely.
If you decide to hire someone to handle your PPC campaigns, go with an agency specializing in PPC for dentists. They'll have the knowledge, expertise, and experience to get the best results out of your advertising budget.
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